Should you brand your direct sales business?
Absolutely! Why not, right?
Direct sales companies are a dime a dozen, in the best possible way — who doesn’t love options? This is a fantastic thing for people that are looking to make a bit of extra money on the side. Similarly, it’s great for parents that want to stay at home with their children and make their own hours. It alleviates a lot of headache to work for a parent company and allow someone else to manage all of the nitty gritty details of the business while you simply focus on products + selling those products.
With a lot of direct sales companies, you have the opportunity to build up a business around a generally solid product. There’s also a solid concept, and brand story. You essentially make it your own. You’ll make money selling the product, and the parent company makes money, too. Then, there are the numerous rewards and promotions for selling x-number of items.
As you dive further and further into the world of direct sales, you’ll probably notice that there are a ton of your peers that do business under their own name. They call themselves consultants for their parent company.
What’s the benefit of this?
Real talk: A LOT of people have a really negative view of direct sales companies and the people that work in direct sales. Don’t lie — you’ve been there. You got added to a Facebook group for another LuLaRoe online party, and you know you rolled your eyes. Even if the parent company has a really solid product that people rave about! Your audience might still have a negative perception because they had a bad experience with someone else that constantly hawked the products and wouldn’t back down. A few bad apples, right?
If you brand yourself, you’ll probably eliminate or alleviate the jumping to conclusions. If your personal brand as at the forefront of your initial interaction, you’ll find that people are a bit more receptive.
Put simply, if you’ve taken the time to come up with a brand for yourself that sets you apart from other presenters and consultants, you’re going to look better. My bet is that you could name five people, quickly, that work for direct sales companies like Mary Kay, Arbonne, LuLaRoe, Jamberry, Scentsy, Young Living, DoTerra, and so on. How many of those people have decided not to use company business cards? I know (& branded) a Younique presenter that has done some AMAZING stuff. Similarly, I’ve worked with Young Living & DoTerra consultants on their brand, as well as Plexus consultants.
Branding as yourself, or another company name you’ve created, as a consultant for an over-arching brand will create a stronger connection with your target audience. Sometimes, your name might be a bit more familiar to your target audience. It might create a more trusting relationship at the outset, backed up by a company offering a solid product. So, if you can increase the amount of trust with your target audience and enhance your credibility, you’re already well on your way to making the sale.
But, Brand With Caution!!
Whatever organization you belong to, ensure that you’ve gone over their brand guidelines. Some organizations do not allow the use of their logo, or have strict rules for using the overarching parent company’s logo on branded materials. Learn what you can and cannot do with your affiliation.
There are probably two types of designers as it relates to branding a person with a direct sales affiliation. The first type is the type that will use any logo file that you provide to them. They assume that the person providing the logo had done their homework ahead of time. The second type is the type that refuses to use the logo of the parent company at all, without written permission, proof, or guidelines for use. I’m the second type. The second type is probably the type of designer you should work with anyway, responsibility & whatnot. If I have to use your parent company’s logo on anything, you must provide brand asset guidelines to me, or provide written & official proof that you’ve been granted permission to use the logo how you’re asking me to use it. Otherwise, it’s a no-go!
What questions do you currently have about branding your direct sales business?